The Medical Center (TMC) in Bowling Green, Kentucky, opened a new $30 million emergency room in the fall of 2003. TMC wanted to increase emergency room volumes while positioning itself as the “hospital of choice” for emergency care and related services in Bowling Green and the surrounding areas.
Strategy and Tactics
Lovell recommended an integrated marketing campaign, consisting of advertising, public relations and community outreach components. Our multi-layered “We Save Lives” ad campaign incorporated television, print, radio, outdoor and direct-mail components and focused on third party endorsements through “real” emergency room patients. PR tactics and launch events rounded out the successful campaign.
More than 2,500 showed up for a community outreach event and within a few weeks of the launch of the campaign, admissions to TMC’s ER increased by 25 percent.
Message to another LCI client: “Your recommendation has paid off. We recently ran the ER campaign developed by Lovell and ER visits at The Medical Center have gone up 25 percent. Lovell has been a great asset.”
- Doris Thomas, Vice President, Commonwealth Health Corporation
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